This is the fourth installment in a series of basic marketing concepts. First we described what marketing is, and what it is not. Then we talked about the problem your service or product will solve, the need it will fill, or the want it will satisfy. Next we talked about a competitive advantage and why

Maybe you remember the old Jim Croce song that goes, “You don’t spit into the wind, you don’t tug on Superman’s cape . . . “ etc. The idea is that there are some things in life you just don’t do. Case in point. Last time I wrote (Marketing 101b), I talked about problems, needs,